Princess Reema is the CEO of Alfa International, a Saudi Arabian luxury retail corporation. In the realm of luxury, Princess Reema’s tactics revolutionized the high-end retailer's approach to human capital development – Harvey Nichols Riyadh proved that educating and empowering staff members could, and would, stimulate profits. Princess Reema also incorporated western-style retail incentive schemes to not only encourage stronger sales procedures, but also to foster team sensibility and workplace fairness for a
group success model.
She also launched a historic breast cancer awareness campaign for women in Saudi Arabia. Through programs and large events, she is establishing a system of more frequent health checks for women in rural areas who otherwise would not consider the reality and dangers of breast cancer. She is empowering women to prioritize their health before anything else.